Defining and Meeting the Demand for Agricultural Machinery in China: A Case Study of John Deere
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This paper examines the experience of a major American-based machinery manufacturer, Deere
& Co. in China and how the changing structure of Chinese agriculture and government policy in China toward the machinery supply chain appear to offer evidence of a growing market for farm machinery in China. The findings of this research demonstrate the rapid change occurring in each of these areas as well as the features unique to the Chinese market. Any business that wants to expand into the Chinese agricultural machinery market must carefully consider the dynamics of these issues.